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Additional Guidelines Specific to Tobacco & Nicotine Products
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as tobacco and nicotine products, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and you obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for tobacco and nicotine products or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market, promote, and ship their products in each jurisdiction in which they intend to target ads.
Advertisers must ensure that their ads include the specific warning statements required by the U.S. FDA or other comparable regulators (which depend on the specific type of product and may change over time), and these warnings must be presented in the sizing, prominence, and style required by the U.S. FDA or other comparable regulators.
Ads must include any other labels or disclaimers required under applicable laws (e.g., country-, state-, or local-specific warning language).
Advertisers may not target individuals under the age of 21.
Advertisers must ensure that the landing page for the product(s) include an adequate age gate consistent with applicable laws in each jurisdiction in which they intend to target ads.
Advertisers must ensure that their ads only target countries, states, municipalities, and jurisdictions that permit online sales and advertising of tobacco products.
Ads must comply with any country, state, local, or self-regulatory style requirements (e.g., some U.S. states require that ads be in black-and-white rather than color)
Ads may not depict products that resemble child-like snacks or candies or use imagery or situations that would naturally appeal to children or attempt to promote or encourage underage use.
Consistent with applicable laws, ads may not glamorize, glorify, or otherwise exaggerate the benefits of the tobacco products.
Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.

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Effective: September 26, 2025

Introduction^*

Unless otherwise indicated by AppLovin, when you use the Services as an advertiser, media buyer, ad agency, demand-side platform, brand or merchant, another provider of advertisements, or any other entity that bids on ad inventory or serves ads through the Services (individually, “you” or “your” and collectively, the “Demand Partners”), you must adhere to these AppLovin Policies for Demand Partners (the “Policies”). These Policies apply in addition to any other policies or agreements governing your use of the Services, including the AppLovin Terms of Use Agreement.

AppLovin seeks to create a safe, fair, and transparent ecosystem for publishers to monetize their content and for advertisers to reach prospective customers with useful, relevant products and services. AppLovin also wants to ensure a safe and positive experience for end users. Maintaining trust in the ads ecosystem and preserving the reputation and credibility of AppLovin, the Services, and those that use the Services, require setting minimum standards for the delivery of ads through the Services, including restrictions on the content that may be served through the Services.

AppLovin may update these Policies at any time by posting the updated version on the AppLovin website. By continuing to use the Services, you agree to the updated Policies.

General Compliance Obligations

Your business practices, including your ads served through the Services, your products and services advertised through the Services, and data handling, must comply with and not cause AppLovin to violate any applicable laws, including data protection, consumer protection, commerce, advertising, and product laws, age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, and any similar regulatory requirements or self-regulatory guidance, regulatory advisories or warnings, intellectual property and license restrictions, any consents or disclosures required to integrate third-party technology with the Services, or any third-party contractual terms, licenses, policies, or guidelines. You agree to maintain documentation, as appropriate, demonstrating your compliance with these obligations, and to provide those documents promptly upon request by AppLovin.

Content Restrictions

The Content Restrictions applicable to your use of the Services fall into three categories:

You may not use the Services to deliver ads that contain any prohibited content.
You may be allowed to use the Services to deliver ads that contain restricted content, subject to certain limitations and requirements.
You may not use the services to deliver ads concerning products or services that are generally prohibited for minors under the age of 18.

AppLovin reserves the right to review and prohibit or restrict any content on a case-by-case basis and to update the content restrictions at any time.

a. Prohibited Content

Demand Partners may not use the Services to deliver ads containing (or directing end users to) any of the following prohibited content categories:

Illegal, illicit, dangerous, or unsafe products, activities, or services. More details here.
Sexually explicit or other adult content, including pornographic or highly suggestive content or images, explicit, obscured or implied sexual acts, or explicit or implied sexual language,
whether simulated or real. More details here.
Graphic or explicit violence, including assault/rape, injury to human beings or animals, or any acts or torture or terrorism. More details here.
Harassment, intimidation, bullying, excessive profanity, threats, or content that can be characterized as hate speech that advocates violence or discrimination against any group, organization, or individual, or otherwise promotes hateful behavior or ideologies.. This includes groups, organizations, or individuals identified by their race or ethnic origin, religion, disability/medical condition, age, national origin, veteran status, sexual orientation, gender, gender identity, political association, or any other characteristic associated with systemic discrimination or marginalization. More details here.
Illegal drugs, drug paraphernalia, or substance abuse. More details here.
Weapons and weapon accessories, including guns, gun accessories or ammunition, and explosives. More details here.
Content that violates or infringes upon any third-party intellectual property rights, including the sale or promotion of counterfeit products, file sharing, torrenting, or other infringing content, or content that violates or infringes any other third-party rights, including confidentiality obligations. More details here.
Defamatory or libelous content.
Content that makes misleading, deceptive, false, or unrealistic claims, unreliable or harmful claims, enables misleading or dishonest behavior, or includes deceptive or misleading ad designs or elements. This includes things like make-money-fast schemes, chain letters, or pyramid schemes, products or services that help users mislead others or gain unauthorized access to systems, devices, or property, and unacceptable and dishonest business practices. More details here.
Content that attempts to scam users, entices engagement under false or unclear pretenses, attempts to obtain personal information unlawfully or fraudulently, tricks users into sharing personal information, or otherwise uses unacceptable or dishonest practices. More details here.
False or misleading news.
Malicious or abusive programs, code, or content, including hosting, promoting, or facilitating the use or distribution of malware, spyware, adware, corrupted files, or other materials that could damage, render inoperable, interfere with, or gain unauthorized access to any computer, device, network, or any of the associated data or personal information, as well as any similar forms of digital or internet abuse.
Promotion of black-hat hacking, cracking, or warez.
Politics and Elections. More details here.
Content that promotes digital assets that contain more ads than Publisher content, appears designed primarily to display ads, appears low quality, or would otherwise fail to meet the Minimum Content Requirements of the AppLovin Policies for Publishers.
Content that promotes launcher apps (or similar digital assets) that have the ability to customize default device home screens or launcher settings (or perform similar functions).
Content or material that offers traffic generation or promotes fraudulent traffic.
Other forms of shocking, disturbing, or offensive content, including but not limited to graphic depictions of bodily functions or fluids, or grotesque images, footage, or audio, or other potentially offensive, obscene, or sensitive events. More details here.

In addition, the landing page(s) for ads served through the Services may not direct end users to content that contains or may contain these prohibited content categories.

Please note that these Prohibited Content categories will change over time. You must continue to review the Demand Partner Policies and these Prohibited Content categories, including their associated Additional Guidelines.

b. Restricted Content

Demand Partners may be permitted, in AppLovin’s sole discretion, to use the Services to deliver ads containing any of the following restricted content categories, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), in each jurisdiction in which they intend to target ads, these Policies, and any other applicable AppLovin policies or agreements:

Alcohol or alcohol-related content. More details here.
Gambling apps or websites, including online or offline lotteries, casinos, sports betting, and social casino games, or real-money apps or websites. More details here.
Tobacco and nicotine products. More details here.
CBD/Hemp Products. More details here.
Financial Services, investing, retirement planning, banking, or similar. More details here.
Health, wellness, and pharmaceutical products and services, including prescription drugs. More details here.
Cause-based advertising.

If your ad contains or may contain any of these restricted content categories, you must notify the AppLovin account team and obtain approval before attempting to serve the ad through the Services. Among the other requirements set forth above, Demand Partners must ensure that they have all necessary legal authority required under applicable laws to market, promote, and ship their products in each jurisdiction in which they intend to target ads for restricted content.

Please note that these Restricted Content categories will change over time. You must continue to review the Demand Partner Policies and these Restricted Content categories, including their associated Additional Guidelines.

c. Content Prohibited for Minors

In addition to the other content prohibitions and restrictions set forth above, you may not use the Services to deliver ads to children or deliver ads concerning products or services that are generally prohibited for minors under the age of 18.

General Requirements and Other Standards

Creative Ad Attributes and Technical Requirements. You must comply with any ad specifications, technical requirements, or other documentation provided by AppLovin, including by respecting the attributes within the “battr” field of the bid requests and by providing any information required by the ad specifications. In addition, as explained above, your ads must comply with all applicable laws, including labeling and disclaimer requirements, advertising guidelines, and similar requirements.
HTML Ads. Your HTML ads must comply with any documentation or specifications provided by AppLovin. Among other requirements, your HTML ads must be a single HTML file, and they may not include any external calls or requests without prior approval from your AppLovin account team. External calls or requests may be permitted if they do not contain personal data and otherwise comply with our policies and applicable laws.
Playable Ads. Your playable ads must comply with any documentation or specifications provided by AppLovin. In addition, your playable ads must be single-line HTML code, and they should not include any external calls or requests without prior approval from your AppLovin account team. External calls or requests may be permitted if they do not contain personal data and otherwise comply with our policies and applicable laws.
AI-Generated Content. If your ad includes AI-generated content (e.g., images, audio, or video), you must include any disclosures or labels required under applicable laws, ensure appropriate authorization to use or incorporate that content, and ensure compliance with applicable laws. In addition, you must comply with any other requirements or documentation provided by AppLovin.
Evasive Ad Content or Circumventing Systems. You may not manipulate ad components to attempt to bypass detection or enforcement or engage in practices that attempt to circumvent or interfere with AppLovin’s systems and processes (including AppLovin’s ad review systems).
Safety or Security Risks. Your use of the Services may not interfere with the operation of the Services, the normal operation of an end user’s device, or otherwise create a safety or security risk to AppLovin, the Services, or those that use the Services, including any transmissions which may damage, interfere with, surreptitiously intercept, or expropriate any system, program, data, or personal information. Any Demand Partners deemed unsafe or a security risk by AppLovin or reputable third parties may be suspended without further notice in AppLovin’s sole discretion until any safety or security issues have been addressed to AppLovin’s satisfaction.
Open Measurement. AppLovin SDK version 5.14.0 and above includes the IAB Open Measurement SDK (“OM SDK”), which enables third-party ad measurement partners to collect signals regarding ad impressions and performance for industry-standard ad measurement. The OM SDK also facilitates features like brand safety and fraud detection.

You may only work with measurement partners that partner with the Open Measurement Working Group to conduct measurements for advertisers using the OM SDK. You must ensure an adequate legal basis for all personal data processing in connection with the OM SDK. If you use a third-party vendor for measurements using the OM SDK, AppLovin will not be engaged in personal data processing in connection with the OM SDK.
Better Ads Standards. AppLovin requires compliance with the Better Ads Standards. For more information about the types of disallowed ad experiences, please visit the Coalition for Better Ads.

General Privacy Requirements

When you use the Services, you are fully responsible for complying with all applicable laws and regulations concerning privacy and data protection and for ensuring that any third-party partners you engage in connection with the Services use data you provide or make available to them in compliance with such laws. The requirements listed below help to facilitate compliance, but legal requirements extend beyond these. You should solicit your own legal advice to determine how legal requirements apply to you.

Privacy Policy: You must have and abide by a privacy policy that complies with all applicable laws, including by accurately and transparently disclosing your data collection, usage, and sharing. You must require advertisers and customers to abide by your privacy policy, as well as these Policies and any other policies or agreements governing your use of the Services. In addition, the privacy policy must be easily accessible from your website (and other locations), specifically list AppLovin as a third-party that collects data, describe how data is shared with and used by third parties like AppLovin, and include the following statement and link in your privacy policy. “For more information about AppLovin’s collection and use of your information visit: https://legal.applovin.com/privacy”
Notice and Consent: Publishers that use the Services must provide visible notice to end users and where necessary obtain a valid, specific, and informed consent from end users regarding the scope of collection, use, sharing, or other processing of data by AppLovin for advertising and related purposes (including for serving interest-based advertising and improving the Services, including our AI-powered technologies) as described in AppLovin’s Privacy Policy. Your processing of personal data remains subject to any consent obtained by Publishers and, in all cases, may not extend beyond the purpose(s) authorized by the end user, absent appropriate legal grounds for such additional processing.
Cookie Banners: If you enable AppLovin’s pixel, script, or other integrations on your website, you must also implement a cookie banner (or comparable mechanism) that discloses that enablement, identifies AppLovin and the relevant technologies deployed on your website, collects and respects users’ consent choices concerning those technologies, and otherwise complies with applicable laws.
Honoring Privacy Choices and Opt-Out Rights: You must respect all end user- or device-based privacy choices or flags made known to you, including, for example, DNT = 1, other signals indicating a “sale” or “share” opt-out (or similar opt-out) under any privacy legislation (including the laws of the U.S. states that have enacted comprehensive consumer privacy laws, as well as similar consumer privacy laws that may be enacted in the future), other signals indicating an opt-out from interest-based advertising, or other flags related to laws of similar effect in any applicable jurisdiction or under any applicable app store policies, or flags indicating a change in any prior consent. In addition, you must provide end users with any opt-out rights required by applicable laws, including by posting appropriate links to exercise those rights.
Compliance with Privacy and Data Security Obligations: You must not collect or use any data received through the Services for purposes other than those set out in these Policies or in any other policies or agreements governing your use of the Services. In addition, you must implement adequate technical, security, and organizational measures to protect any data from loss and misuse, as well as any unauthorized access, disclosure, alteration, and destruction. You must also provide a way for individuals to contact you with inquiries and requests regarding their personal data. If for any reason you cannot comply with any privacy obligation set out in these Policies or in any other policies or agreements governing your use of the Services, you must (i) promptly inform AppLovin by contacting your AppLovin account team with the subject “Privacy: Demand Partner Non-Compliance,” (ii) take all necessary steps to remedy such non-compliance, and (iii) promptly cease use of any data received through the Services until you have remedied the non-compliance.

Prohibition on Sensitive Personal Data or Protected Health Information

Sensitive Personal Data: You may not use the Services to infer, collect, track, send, share, identify, or associate with any individual, household, or device any information concerning racial or ethnic origin, political opinions, religious or philosophical affiliation or beliefs, trade-union membership, health, sex life or sexual orientation, criminal convictions or alleged commission of an offense, genetic data, biometric data, government-issued identifiers, financial account information, account log-in credentials, the contents of user communications, precise geolocation information, or any other information that could be considered sensitive personal information under applicable laws. In addition, in any data that you may share with AppLovin, you may not include any such sensitive categories of data or pass or append custom parameters, events, or objects (if applicable) that could include sensitive personal data.
Protected Health Information: AppLovin does not knowingly collect protected health information as defined under applicable laws. You may not provide AppLovin with protected health information or use any aspect of the Services in connection with protected health information.

Prohibition on Children Data or Using the Services for Children

Demand Partners may not provide AppLovin with children data or cause that information to be provided via a third party.
You may not initialize or use any AppLovin SDK in any way or otherwise use any aspect of the Services in connection with an end user who qualifies as a “child” under applicable laws. Please note that jurisdictions define the term “child” differently and these definitions may change over time. You shall be solely responsible for (1) determining whether an end user of your Advertisement qualifies as a “child” under the defintions and requirements of applicable laws and (2) taking the steps necessary to ensure that you do not initialize or use any AppLovin SDK in any way or otherwise use any aspect of the Services in connection with a “child” under applicable laws.
You must comply with all applicable laws and policies governing the collection and use of personal information from children. This includes the Children’s Online Privacy Protection Act (“COPPA”), laws of similar effect in any applicable jurisdictions in the collection and use of “Personal Information” (as defined by COPPA or other applicable laws) from children, as well as any applicable app store policies.
AppLovin does not knowingly collect personal information from children or serve ads to children. You may not provide AppLovin with personal information from children or use any aspect of the Services in connection with a child.

Miscellaneous

You may not use the Services in a manner that abuses, exploits, undermines, or otherwise disrupts the Services.

All pricing information, including bidding-related information or any information that would allow a third party to ascertain revenue share, constitutes AppLovin Confidential Information. You may not disclose pricing information, except as expressly permitted by AppLovin in writing.

The Services allow for transactions in real time, and bids and offers compete simultaneously against multiple other bids and offers.

AppLovin makes no guarantee regarding the frequency and access to ad inventory, the level of impressions of ads, and/or the timing of delivery of such impressions.

Enforcement

Any actual or suspected violation of these Policies (or any agreement governing your use of the Services, including the AppLovin Terms of Use Agreement) may result, in AppLovin’s sole discretion, in AppLovin blocking or limiting your ads or content from being served through the Services, the suspension or termination of your account or access to the Services, and/or the imposition of limits on your account or access to the Services, including limits on your ability to bid on or serve ads through the Services.

How to Contact Us

Please contact [email protected] with any questions regarding these Policies.

^*Capitalized terms have the meanings ascribed to them in the AppLovin Terms of Use Agreement, unless otherwise indicated.he AppLovin Terms of Use Agreement, unless otherwise indicated.

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Additional Guidelines Specific to Alcohol or Alcohol-Related Content
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as alcohol or alcohol-related content, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for alcohol, alcohol-related products, or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market, promote, and ship their products in each jurisdiction in which they intend to target ads.
Ads must clearly state the alcoholic content and strength of a beverage.
Ads must include an appropriate responsible drinking and age disclaimer tailored to the applicable jurisdiction, such as “Please drink responsibly; you must be 21+ to purchase.”
Advertisers may not target individuals under the age of 21.
Ads may not depict products or use imagery or situations that would naturally appeal to underage individuals or attempt to promote or encourage underage use.
Ads may not feature pregnant people or individuals under the age of 25.
Advertisers must ensure that their ads only target markets where the product can be lawfully advertised, distributed, and shipped consistent with applicable laws.
- If targeting ads in the United States, the following provides general state-specific information where targeting is currently permitted, which may change over time and advertisers must independently confirm:
  - Allows the shipment of all spirits subject to requirements: District of Columbia, Florida, Hawaii, Kentucky, Nebraska, New Hampshire, Rhode Island, and West Virginia.
  - Allows the shipment of beer and wine subject to requirements: Delaware, Massachusetts, Montana, North Dakota, Ohio, Vermont, and Virginia.
  - Allows the shipment of wine, cider, and mead subject to requirements: Connecticut and New Jersey.
  - Allows the shipment of wine and cider subject to requirements: New Mexico.
  - Allows the shipment of beer, wine, and cider subject to requirements: Oregon.
  - Allows the shipment of wine and mead subject to requirements: Arkansas.
  - Allows the shipment of wine subject to requirements: All other U.S. States, including California and New York.
  - Does not allow the shipment of spirits, beer, wine, or mead: Mississippi and Utah.
- If targeting ads outside of the United States, the following provides general country-specific information where targeting is currently permitted, subject to additional requirements, which may change over time and advertisers must independently confirm:
  - Albania
  - Argentina
  - Australia
  - Bosnia and Herzegovina
  - Brazil
  - Bulgaria
  - Cambodia
  - Cameroon
  - Canada
  - Chile
  - Colombia
  - Costa Rica
  - Cyprus
  - Czech Republic
  - Ecuador: Advertisers may not target ads for alcoholic beverages containing more than 5% ABV.
  - Estonia
  - Ghana
  - Hong Kong
  - Hungary
  - India: Advertisers may not target individuals under the age of 25.
  - Israel
  - Japan
  - Kenya
  - Latvia
  - Mexico
  - Micronesia
  - Montenegro
  - New Zealand
  - Nicaragua
  - Palau
  - Panama
  - Paraguay: Advertisers may not target individuals under the age of 25.
  - Peru
  - Philippines
  - Puerto Rico
  - Romania
  - Senegal
  - Singapore
  - Slovakia
  - Solomon Islands
  - South Africa
  - South Korea: Advertisers may not target individuals under the age of 25.
  - Sri Lanka
  - Taiwan: Advertisers may not target individuals under the age of 25.
  - Uganda
  - Ukraine
  - Uruguay
  - Vietnam: Advertisers may not target ads for alcoholic beverages containing more than 15% ABV.
- Advertisers may not target ads for alcohol, alcohol-related products, or similar content outside the applicable markets listed above (and the applicable jurisdictions within those markets), which may change over time and advertisers must independently confirm.
Ads may not state or imply that drinking alcohol can improve social, sexual, professional, intellectual, or athletic standing, or provide health or therapeutic benefits (e.g., “ease stress” or “make you more social”).
Ads may not portray excessive drinking, intoxication, or reckless behavior under the influence of alcohol.
Ads may not depict alcohol consumption in conjunction with the operation of a vehicle of any kind, the operation of machinery, or the use of fine motor skills.
Ads may not offer alcohol as a prize or reward or promote any offers or incentives encouraging the consumption of alcohol.
Consistent with applicable laws in each jurisdiction in which advertisers intend to target ads, ads may not glamorize, glorify, or otherwise exaggerate the benefits of the products.
Ads may not promote products that have been subject to any government or regulatory action, or warning, or advisory, including opinions from state attorneys general or similar authorities.
Advertisers must ensure that the landing page(s) for the product(s) include an adequate age gate and appropriate disclaimers consistent with applicable laws in each jurisdiction in which they intend to target ads.
Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.

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Additional Guidelines Specific to Health, Wellness, and Pharmaceutical Products
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as health, wellness, and pharmaceuticals products, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for health, wellness, and pharmaceuticals products or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market, promote, and ship their products in each jurisdiction in which they intend to target ads.
Ads for products approved by the U.S. FDA or other comparable regulators (certain food and drug products) must include any approved labels and warnings.
Ads for products approved by the U.S. FDA or other comparable regulators (certain food and drug products) may only promote the product for approved uses and purposes, not off-label or unapproved uses.
Ads for products not subject to FDA or comparable regulator approval, such vitamins, minerals, herbs, other dietary supplements, cosmetics, perfumes, shampoos, body cleansers, shaving creams, etc., may not make medical claims, claims that could be interpreted as medical (e.g., “this herbal supplement treats a medical condition”), or suggest or imply that they have any associated certifications or industry ratings.
Ads for products not subject to FDA or comparable regulator approval may not state or imply that they are as effective as products approved by the U.S. FDA or other comparable regulators, or that they are “safe” or effective for use in preventing, curing, or treating a particular disease or ailment. As such, ads for products not subject to FDA or comparable regulator approval may not use words like “prevent,” “cure,” “treat,” or similar language that might suggest the products prevent, cure, or treat a particular disease or ailment.
Ads and/or the landing pages for products not subject to FDA or comparable regulator approval must include an appropriate FDA-related or comparable regulatory disclaimer, such as: “These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.”
Ads must include any other labels or disclaimers required under applicable laws (e.g., country-, state-, or local-specific warning language).
Advertisers must ensure that the landing pages for the products include any applicable labels, warnings, or markings required under applicable laws in each jurisdiction in which they intend to target ads.
Ads may not promote products that have been subject to any government or regulatory action,warning, or advisory, including opinions from state attorneys general or similar authorities.
Consistent with applicable laws, ads may not glamorize, glorify, or otherwise exaggerate the benefits of the products.
Advertisers may not target individuals under the age of 18.
Ads cannot request the input of any personally identifiable information or health information.
Advertisers must ensure that ads do not attempt to exploit insecurities, contain distasteful messaging, or promote or reinforce negative or unhealthy body images.
Advertisers must ensure that ads do not encourage unhealthy lifestyles or promote unhealthy relationships with food (e.g., “starve yourself to look great in that bathing suit”).
Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.

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Additional Guidelines Specific to Financial Services
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as financial services products, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and you obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for financial services products (e.g., investing, retirement planning, etc.) or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

Advertisers must ensure that they have all necessary authorizations, licenses, accreditations, and certifications required under applicable laws (and produce them on request) to market and promote their products in each jurisdiction in which they intend to target ads.
Advertisers must ensure that their ads comply with any applicable disclosure requirements required under applicable laws in each jurisdiction in which they intend to target ads, including risk disclaimers and the disclosure of other information necessary for users to make an informed decision.
Advertisers must ensure that the landing page(s) for the product(s) include any applicable disclosures and disclaimers required under applicable laws in each jurisdiction in which they intend to target ads. To the extent applicable, this obligation includes disclosing the applicable interest rates, annual percentage rates, transaction fees, disclaimers, repayment periods, representative examples, and other disclosures required under applicable laws.
Ads may not promote get-rich-quick offers, pyramid schemes, too-good-to-be-true financial offers, products that could be considered predatory, bail bonds, complex speculative financial investments, payday loans, pawnbroker loans, precious metals trading, peer-to-peer products, NFTs or virtual currencies, single securities, or similar products.
Ads may not promote products that have been subject to any government or regulatory action, or warning, or advisory, including opinions from state attorneys general or similar authorities.
Ads may not misstate, exaggerate, or minimize the benefits or risks of the products.
Advertisers may not target individuals under the age of 18.
Ads cannot request the input of any personally identifiable information or financial information such as bank account information, credit/debit card information or routing numbers.
Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.

The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.

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Additional Guidelines Specific to CBD/Hemp Products
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as CBD/hemp products, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for CBD/hemp products or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market, promote, and ship their products in each jurisdiction in which they intend to target ads.
Advertised products must qualify as hemp under applicable laws. Under U.S. federal law, this generally means a total THC content of less than 0.3%, but the definition may vary depending on the applicable laws, which may change over time and advertisers must independently confirm.
THC or similar products regulated by the Controlled Substances Act or other applicable laws or otherwise considered unlawful in the applicable jurisdiction(s) cannot be advertised through the Services.
Ads must include an appropriate age and information disclaimer tailored to the applicable jurisdiction, such as: “U.S. federally legal hemp product; Must be 21+ to purchase; only available to purchase in certain states.”
Ads must include any other labels or disclaimers required under applicable laws (e.g., country-, state-, or local-specific warning language).
Advertisers must ensure that the landing page(s) for the product(s) include an adequate age gate and appropriate disclaimers consistent with applicable laws in each jurisdiction in which they intend to target ads.
Advertisers must ensure that their ads only target markets where the product can be lawfully advertised, distributed, and shipped consistent with applicable laws. The following provides general country-specific information where targeting is currently permitted, which may change over time and advertisers must independently confirm:
- Certain provinces within Canada as permitted under applicable laws.
- Mexico
- Puerto Rico
- Certain states within the United States as permitted under applicable state laws. This excludes states like Idaho, Nebraska, and others that generally prohibit the sale of hemp-derived products.
- Advertisers may not target ads for CBD/hemp products or similar content outside the applicable markets listed above (and the applicable jurisdictions within those markets), which may change over time and advertisers must independently confirm.
Advertisers may not target individuals under the age of 21.
Ads may not depict marijuana leaves, stems, buds, or similar imagery or use terms typically associated with THC, cannabis, and marijuana. As such, ads should avoid using terms like “420,” “kush,” “reefer,” “green,” “Mary Jane,” “herb,” “pot,” “chronic,” “hash,” “shrooms,” or any other slang terms typically associated with illegal drugs.
Ads must clearly reflect that they concern hemp products, not THC or similar products regulated by the Controlled Substances Act or other applicable laws. As such, ads should avoid using terms like “THC” or “cannabis” by themselves and without the necessary context, because that would not make clear that the products qualify as hemp-based products, not illegal drugs. Acceptable variants include: hemp-derived THC, hemp-based THC, hemp THC, hemp cannabis, U.S. federally legal cannabis, U.S. federally legal weed, or U.S. federally legal THC.
Ads may not depict products that resemble child-like snacks or candies or use imagery or situations that would naturally appeal to children or attempt to promote or encourage underage consumption.
Ads may not glamorize, glorify, or otherwise exaggerate the benefits of the products.
Ads may not claim that the products “diagnose, treat, cure, mitigate or prevent any disease and/or affect any structure or function of the human body.”
Advertisers must ensure that their ads and/or the landing page(s) for the product(s) include an appropriate FDA-related or comparable regulatory disclaimer, such as: “Note: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.”
Ads may not promote products that have been subject to any government or regulatory action, warning, or advisory, including opinions from state attorneys general or similar authorities.
Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.

AppLovin Legal Information

Content

Prohibited Content Category:
Content that makes misleading, deceptive, or unrealistic claims, unreliable or harmful claims, or enables dishonest behavior. This includes things like make-money-fast schemes, chain letters, or pyramid schemes, or products or services that help users mislead others or gain unauthorized access to systems, devices, or property.

Additional Guidelines:

Ads cannot include:

Fraudulent or Deceptive Solicitations: Ads that deceive users into giving up money or personal data through tactics like phishing, investment scams, or other dishonest practices aimed at tricking or exploiting users; make or promote unreliable or harmful claims; or promote content, products, or services using false, dishonest, or deceptive claims.
Misleading Ad Designs: Ads that obscure their promotional nature, such as those imitating system notifications or including fake interactive elements like overlaid non-functional close buttons.
Unrealistic or Exaggerated Claims: Ads that make unsubstantiated promises, such as claims of extraordinary financial returns, the ability to earn real money in properties that do not have that capability, miracle cures for health conditions.
Misleading Health Claims: Ads may not make medical claims or claims that could be interpreted as medical (e.g., “playing this game treats a medical condition”), or otherwise state or imply that the product may diagnose, treat, cure, or prevent any particular disease(s), absent the necessary authorizations under applicable laws.

Ads can include:

The general suggestion that the use of the product(s) may improve mental clarity or sharpness or have similar effects (e.g., “playing this game may help improve your vocabulary and train your brain”).

AppLovin Legal Information

Content

Effective Date: September 26, 2025

Introduction

This U.S. Multistate Privacy Notice (this “Notice”) supplements the information contained in our Privacy Policy and applies only to individual residents (the “Covered Individual Residents”) of the applicable U.S. states that have enacted comprehensive consumer privacy laws, including the California Consumer Privacy Act of 2018 as amended by the California Privacy Rights Act (the “CCPA”), the Colorado Privacy Act, the Connecticut Data Privacy Act, Oregon Consumer Privacy Law, Utah Consumer Privacy Act, the Virginia Consumer Data Protection Act, and each of their associated regulations, as well as similar applicable state consumer privacy laws that are in effect (collectively, the “State Privacy Laws”).

This Notice addresses the specific disclosure requirements under the State Privacy Laws and provides additional information about how we collect, use, share, and otherwise process Covered Individual Residents’ personal information, the rights of Covered Individual Residents in relation to that personal information, and the ways to exercise those rights. You can find more information and details about AppLovin and our personal information collection and use practices in our Privacy Policy. Unless otherwise indicated, all terms in this Notice have the same meanings as defined in our Privacy Policy or as otherwise defined under the State Privacy Laws.

Collection, Use, and Disclosure of Personal Information

As explained in our Privacy Policy, consumers interact with us in various ways, primarily through advertisements served by AppLovin on behalf of advertisers. We may collect information about you when you use a mobile application, platform, or service that contains the AppLovin SDK, when you interact with e-commerce platforms or merchant websites that embed our pixel, API, or similar technologies, when you interact with our advertising platform in another way, or when your visit our corporate website at www.applovin.com. We encourage you to review the privacy policies of the mobile apps, websites, and platforms you interact with, which may contain additional information regarding their sharing of personal information with AppLovin or other parties.

The chart below summarizes the categories of personal information we collect, the sources of the personal information collected, the business purposes for our collection, and the categories of third parties with whom we disclose personal information for a business purpose. The chart describes our practices, both current and during the last 12 months.

Category of Personal Information Collected	Source(s) of Personal Information	Business Purpose(s) for Collection	Disclosure for a Business Purpose
Identifiers, such as IP address and Advertising IDs (IDFA/GAID/Amazon FOSAID) if available.	• You or your device(s) • Publishers • Advertising Partners • Affiliates	• Service Delivery • Delivery of Advertisements • Technical Support • Customer Support • Processing Payments • Analytics • Business Research & Development • Marketing & Promotions • Platform Protection & Fraud Prevention • Compliance with Legal Obligations	• Service Providers • Affiliates • Advertising Partners • Your Specified Recipient(s) • Government Entities/Law Enforcement
Identifiers, such as hashed email addresses and phone numbers (relating to e-commerce services only)	• You or your device(s) • Advertising Partners	• Service Delivery • Delivery of Advertisements • Technical Support • Customer Support • Analytics • Business Research & Development • Platform Protection & Fraud Prevention • Compliance with Legal Obligations	• Service Providers • Your Specified Recipient(s)
Additional Customer Records, such as bank account number or other financial information	• You (only for business users)	• Service Delivery • Technical Support • Customer Support • Processing Payments • Platform Protection • Compliance with Legal Obligations	• Service Providers • Your Specified Recipient(s)
Characteristics of Protected Classifications, such as age or gender	N/A	N/A	N/A
Sensitive Personal Information, such as social security numbers, precise geolocation, or genetic and biometric data*	N/A	N/A	N/A
Commercial Information, such as records of services considered or other purchasing or consuming histories or tendencies	• You or your device(s) • Publishers	• Service Delivery • Delivery of Advertisements • Analytics • Business Research & Development • Platform Protection & Fraud Prevention • Compliance with Legal Obligations	• Service Providers • Your Specified Recipient(s)
Internet or Network Information, such as information regarding interactions with a website, application, or advertisement, or online shopping browser history	• You or your device(s) • Service Providers • Publishers	• Service Delivery • Delivery of Advertisements • Analytics • Business Research & Development • Platform Protection & Fraud Prevention • Compliance with Legal Obligations	• Service Providers • Affiliates • Advertising Partners • Your Specified Recipient(s)
Geolocation Data, such as city or county-level geolocation information	N/A	N/A	N/A
Inferences, such as the derivation of information, data, or assumptions from the categories of personal information included above	• You or your device(s) • Publishers • Advertising Partners • Affiliates • Service Providers	• Service Delivery • Delivery of Advertisements • Analytics • Business Research & Development • Platform Protection & Fraud Prevention • Compliance with Legal Obligations	• Service Providers

*AppLovin does not collect or seek to elicit end users’ “sensitive personal information” as defined by the State Privacy Laws. In some cases, we will collect financial account or credit card numbers (for payment-related purposes) from our business customers; however, this information is not used to infer characteristics about those customers as contemplated under the CCPA.

AppLovin does not “sell” your personal information as most people would commonly understand that term; AppLovin does not, and will not, disclose your personal information in direct exchange for money or some other form of payment. However, AppLovin may “share” your personal information for purposes of serving you with personalized ads or content, otherwise known as “interest-based advertising” or “cross-context behavioral advertising.” Under the CCPA and other State Privacy Laws that expansively define or interpret “sell,” certain advertising and analytics activities may constitute a “sale.” For example:

When you use a mobile application, the publisher of that application may decide to serve you with interest-based ads. If that application embeds AppLovin’s software, we’ll send a bid request that contains certain of your device information (if available) to our advertising demand side partners to enable their ads to be served to you based on your interests (which they derive independently or from other third-party advertising partners). Under the CCPA and other State Privacy Laws, passing device data in a bid request to our demand side partners is “sharing” (under the CCPA) and may be a “sale” of personal information.

Data Retention

As explained in our Privacy Policy, we retain data collected through the Services as long as we continue to receive updated information from your device, or until you request deletion, whichever occurs first. If we do not receive any updated information through the Services for a continuous period of 2 years, data is automatically purged from our systems. Note that we will retain information in our systems for as long as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.

Your Privacy Rights

As a Covered Individual Resident, you may be able to exercise the following rights in relation to the personal information that we may have collected about you, subject to certain limitations and requirements, including the verification of your identity and our right to retain information to comply with our legal obligations, among other circumstances.

Privacy Right	Brief Details
Know and Access your Personal Information/Portability	Under the State Privacy Laws, you have the right to obtain confirmation regarding whether we are processing your personal information and to access that personal information and, in some cases, information about the third parties who may receive such personal information. You also have the right to access that personal information in a portable, readily usable format, unless not technically feasible to provide in such a format. With respect to the CCPA’s right to access, you have the right to request the following: (a) the specific pieces of personal information the business has collected about you and (b) the categories of personal information collected, the sources of collection, the business/commercial purpose for collecting or “selling/sharing” personal information, and the categories of third parties to whom the business discloses personal information.
Request Deletion of your Personal Information	You have the right to request that we delete certain personal information that we may have collected from you.
Opt-Out of the “Sale” or “Sharing” of your Personal Information or Targeted Advertising	AppLovin may disclose or otherwise process personal information about you for purposes of serving you with personalized ads or content, otherwise known as “interest-based advertising,” “targeted advertising,” or “cross-context behavioral advertising.” In certain circumstances, you have the right to opt-out of “sales” or “sharing” of your personal information (i.e., Identifiers and Internet/Network Information to Advertising Partners) for purposes of serving you with targeted ads or content, otherwise referred herein as “cross-contextual behavioral advertising” or “targeted advertising.”
Non-Discrimination	You have the right to exercise the rights conferred on you by the State Privacy Laws without discrimination.
Correct Inaccurate Information	You have the right to request that we correct errors or inaccurate information in the personal information that we may have collected from you.
Limit the Use or Disclosure of Sensitive Personal Information	In certain circumstances, you have the right to limit the use of any sensitive categories of personal information. As noted above, AppLovin does not collect or seek to elicit sensitive categories of personal information.
Opt-Out of Profiling in Furtherance of Decisions that Produce Legal or Similarly Significant Effects	In certain circumstances, you have the right to opt-out of the use of your personal information for profiling in furtherance of decisions that produce legal or similarly significant effects.

How to Exercise Your Privacy Rights

To exercise your rights to know and access your personal information or to request deletion of your personal information, you have the following options (listed according to the types of interaction you may have with AppLovin):

For Users of Mobile Games and/or Other Applications, Platforms, or Services Containing the AppLovin SDK or Similar Technologies

To access or delete the personal information that AppLovin may have about you from the mobile games or other applications, platforms, or services that you use (e.g., personal information used as part of our Advertising Services), you may download the AppLovin Privacy Management Application from the Apple or Google Play Stores:

To exercise your right to opt-out of “sales/shares” or “targeted advertising” with respect to AppLovin’s Advertising Services, you have the following options:

Opt-Out through AppLovin Ads. AppLovin allows you to opt-out of all interest-based advertising served by AppLovin through the “i” or “Learn more about ad preferences” link available on the face of an ad served by AppLovin. Once you click on the link, you will see a button to “Opt-Out of Interest-Based Advertising.”
Opt-Out through Device-Level Choices. In addition, if you do not want to receive interest-based advertisements, you can limit the collection of certain information through your device’s settings. Detailed instructions on how to change these device settings can be found in the “Manage Your Privacy Choices” section of our Privacy Policy and in the instructions available here.

Please know that opting out of targeted advertising does not mean that you will not receive advertising. You may still receive ads, but those ads may be less relevant to your interests.

To exercise any other rights that you may have under the State Privacy Laws, or if you have any questions regarding any response to your request, please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy.

For Our Website Visitors

To control data collection and sharing via certain cookies or other data collection technologies on our website, you can click “Cookie Settings” in the footer of our website. In addition, you may follow the steps outlined in the “Cookies and Other Similar Technology” section of our Privacy Policy. To access or delete information that you have manually submitted to us, please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy.

For Our Customers and Business Contacts

Please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy. Please provide enough information about you and your request for our Data Protection Officer to be able to identify your information in our records.

* * * *

Please note that requesting to exercise your rights through us will not bear on the personal information processed about you by our third-party partners and customers, including the publishers or other third parties to whom you provide information. If you wish to exercise your rights with respect to these third parties, please submit a request with each party directly.

Children’s Privacy

As explained in our Privacy Policy, AppLovin does not knowingly collect personal information from, or serve advertisements to, children as defined and required by the State Privacy Laws. If you believe we have served an advertisement to a child or might have any personal information from or about a child, or if you believe a mobile application in which an AppLovin-served advertisement appeared may be designed for, directed to, or pass personal information knowingly from, children, please contact us via email at [email protected].

Appointment of an Authorized Agent

In certain circumstances, you may appoint an authorized agent to exercise any rights that you may have on your behalf. To the extent permitted under law, we will take steps to verify the identity of the person seeking to exercise their rights and to verify that the corresponding agent has been authorized to make a request on that person’s behalf, such as by providing us with a signed written authorization.

Data Access and Deletion Transparency Report

Our annual transparency report shows the number of data access and deletion requests we received last year and how long it typically takes us to fulfill those requests.

Type of Request	Requests Completed*	Average Time to Substantively Respond
Requests to Know and Access	1250	Less than 1 day (successful requests processed automatically)
Requests for Deletions	7392	Less than 1 day (successful requests processed automatically)

*The Data Access and Deletion Transparency Report includes data for US-based users, who submitted requests via the AppLovin Privacy Management App. The AppLovin Privacy Management Application processes all requests automatically, except where the requests cannot be verified.

Updates or Amendments to this Notice

As explained in our Privacy Policy, we may make changes to this Notice from time to time. If we make any changes, we will update the “Effective Date” posted at the top of this Notice. We encourage you to review this Notice periodically.

How to Contact Us

You can find our contact information in the “Contact Us” section of our Privacy Policy.

AppLovin Legal Information

Content

Effective Date: September 22, 2025

AppLovin Corporation (“AppLovin,” “we,” “us,” or “our”) operates a suite of tools for app developers and other businesses to automate and optimize the marketing and monetization of their platforms, products, or services by enabling the placement of different types of advertisements on digital properties including mobile apps, websites, and connected TV devices (collectively, the “Advertising Services” or “Services”). As explained below, consumers interact with us in various ways, primarily through advertisements served by AppLovin on behalf of advertisers.

The AppLovin Privacy Policy (this “Privacy Policy”) explains how we collect, use, and share information through our Services and advertising platform, and our corporate website at www.applovin.com (the “Website”), as well as your choices related to that information.

Our Advertising Services

This section describes the information we collect, use, and share through our Advertising Services.

General Information Collection and Use

If you are a consumer who downloads and uses an application which contains the AppLovin SDK or otherwise interacts with the Services through advertisements served within a digital property, we may collect certain information, including the following:

Device, App, and Browser Data

Device make, model, and operating system;
Device properties related to screen size, orientation, audio, battery, device memory usage, settings, and boot time;
Device settings related to accessibility features, font size, and theme;
Carrier;
Name and properties of mobile application through which a consumer interacts with the Services;
Country, time zone, and locale settings (country and preferred language);
Network connection type and speed;
IP Address;
Internet browser user-agent used to access the Services;
HTTP header information;
Advertising IDs (IDFA/GAID/Amazon Advertising ID);
Vendor IDs (IDFV);
App Set IDs; and
Advertising and tracking preferences and restrictions.

Advertisers (through the advertiser itself or through a third party service provider on behalf of such advertiser) may also share transactional or other “event” data related to a consumer’s interaction with an application, such as information about the actions taken in an application like purchases or application installations.

Information Collection and Use Specific to e-Commerce Ads Only

If you are a consumer who interacts with the Services through an e-commerce platform or merchant website, we may collect certain additional information that you provided to the e-commerce platform or merchant (either through our SDK or pixel or through a third party’s API or other similar technologies), including the following:

User IDs;
Shopping browsing behavior (e.g., views) and search history;
Records of products purchased or considered (e.g., added to cart, check out);
Purchasing histories;
Hashed email addresses and phone numbers; and
Information regarding user interactions with advertising partners and their merchant partners’ sites and advertisements.

How We Collect Your Information

This information may be collected automatically across mobile apps and devices or received from third parties across different technologies over time. We may also combine information we collect with other information we derive through analytical techniques and we will use that combined information to provide the Services.

How We Use Your Information

We generally use the information we collect to:

Deliver the Services, maintain, and improve them, including our AI-powered advertising technology, and research and develop new ones;
Promote safety, security, and integrity of Services;
Provide measurement, analytics, and reporting; and
Comply with legal and regulatory obligations.

We use AI-powered advertising technology to help us improve our advertising products and Services and serve ads that are relevant and interesting to you. We use it in ways that do not produce legal or similarly significant effects on you (for example, we may use such technology to provide an ad for a product you may be interested in or to reorder how advertisements might appear when you visit a digital property such as a mobile app or a website).

Information Sharing

We may share information we collect or derive with third parties in the following contexts:

Service Providers. We transfer information to service providers and other partners who support our business, such as those that provide technical infrastructure services, analyze how our Services are used, measure the effectiveness of ads and services, provide customer service, or facilitate payments. These partners must adhere to strict confidentiality obligations in a way that is consistent with this Privacy Policy and the agreements we enter into with them.
Affiliates. We may share information within the AppLovin family of companies for purposes consistent with this Privacy Policy.
Advertising Partners. We share information with our third-party advertising partners, including advertisers, ad networks, exchanges, demand side platforms, merchants, other advertising partners (who aggregate their own demand sources), and ad optimization and measurement/attribution partners (e.g., mobile measurement partners or “MMPs”) to provide our clients with Advertising Services. This information may be used by such third-party partners to measure how effective ads are, show advertisements to end users for products and services that are more likely to appeal to them (a practice known as interest-based advertising or behavioral advertising), and to undertake analytics to analyze traffic and other ad activity to improve the advertising experience.

Unless otherwise noted in our partner list, each AppLovin advertising partner is an independent controller of your data. You can view a list of AppLovin advertising partners with whom we share your data here, current as of the date listed at the top of that page.

If you do not want to receive “interest-based advertisements,” please see the “Manage Your Privacy Choices” section below. If you are located in the European Union, UK, or Switzerland, you may also see the “Additional Provisions for EU/UK/Swiss Individuals” section below for more options. If you are an individual resident of the U.S. states that have enacted comprehensive consumer privacy laws, you may also review the “U.S. Multistate Privacy Notice” section below for more options.

Please note that the practices of our third-party advertising partners delivering advertisements through our Services are subject to those partners’ own privacy policies.
Regulatory or Legal Requirements. We may disclose information to governmental regulatory authorities as required by law, including for tax or accounting purposes, in response to their requests for such information or to assist in investigations. We may also disclose personal information to third parties in connection with claims, disputes, or litigation, or when otherwise required by law or court order.
Safety and Terms Enforcement. We may disclose information if we determine, in our sole discretion, that its disclosure is necessary to protect the health, safety, or rights of you or any other person, protect against fraud, or enforce our legal rights, including contractual commitments made to us by third parties.
Business Transfers. We may disclose personal information as part of an organizational business transaction, such as a merger, acquisition, joint venture, financing, or sale of organizational assets, and may transfer personal information to a third party as one of the business assets in such a transaction. We may also disclose personal information in the event of insolvency, bankruptcy, or receivership.

Manage Your Privacy Choices:

To limit collection of information from mobile devices, please visit your device’s settings to set the “Limit Ad Tracking” or other similar features on your device. Additionally, you may opt-out of interest-based advertising within ads served by AppLovin; for detailed instructions, see How AppLovin Shows You Ads. You can also make choices about data collection for certain companies by visiting an industry consumer choice platform such as the NAI (https://optout.networkadvertising.org/) or DAA (https://optout.aboutads.info/). You may still receive ads after limiting processing of your information for interest-based advertising but those ads may be less relevant to your interests.

To access or delete the data collected by AppLovin from your device, you may download the AppLovin Privacy Management Application from the Apple or Google Play Stores:

By navigating through the tabs in the AppLovin Privacy Management Application, you can erase the personal information that AppLovin may have collected about you or request a copy of that personal information. If you encounter technical issues with the app, please contact us via email at [email protected].

Children’s Privacy

We do not knowingly collect personal information from, or serve advertisements to, children as defined and required by applicable laws. If you believe we have served an advertisement to a child or might have any personal information from or about a child, or if you believe a mobile application in which an AppLovin-served advertisement appeared may be designed for, directed to, or pass personal information knowingly from, children in violation of our policies, please contact us via email at [email protected].

Data Security and Retention

We implement reasonable measures to help secure the information we collect through the Services. We retain data collected through the Services as long as we continue to receive updated information from your device, or until you request deletion, whichever occurs first. If we do not receive any updated information through the Services for a continuous period of 2 years, data is automatically purged from our systems. Note that we will retain information in our systems for as long as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.

[END OF ADVERTISING SERVICES-SPECIFIC PROVISIONS]

Our Website

This section describes the information we collect, use, and share through our Website.

Cookies and Other Similar Technology

The Website uses cookies, pixels, or other similar technology to collect information for various purposes, including interest-based advertising. This information may include your IP address, device identifier, browser type, device type, the date and time of your visit, and the areas of the Website you visit. To learn more about and manage the cookies on this Website, please click “Cookie Settings” in our Website footer. You may also be able to limit the use of cookies through your browser settings. Note that certain parts of the Website may not function properly without cookies. Additionally, you may still receive ads after limiting processing of your information for interest-based advertising but those ads may be less relevant to your interests. If you erase your cookies, reset your device identifier, or use different browsers or devices, you may need to make your choices again.

We partner with Google Analytics to learn more about how you use our Website. For more information about how Google Analytics works you can visit here. To opt-out of Google Analytics, you can visit here and follow the instructions.

Additional Information Collection for Business Account Owners

When you register with AppLovin to use our Services, you may provide us with personal information such as your name, email address, phone number, mailing address, user name, and password. You may also provide us with payment information when you submit or receive a payment or other information when you complete the online forms available on the Website. We may also acquire information from other trusted sources to update or supplement the information that you voluntarily provide to us or that we collect automatically.

How We Use Your Information

We may use the information we collect in connection with the Website for various purposes, including:

To communicate with you, for example through newsletters or with other information about our products and services;
To operate and improve the Website and our Services;
To customize the Website;
For analytics and research;
For marketing purposes; and
For purposes disclosed at the time of collection.

We may share information we collect in connection with the Website in the following contexts:

With your consent;
For advertising and marketing purposes;
In response to a subpoena, court order, or other legal process;
To protect our rights and the rights of others;
With our affiliates;
With service providers that help us operate the Website and Services;
As part of a sale, merger, or acquisition, including at bankruptcy; and
For purposes disclosed at the time of collection.

Links to Other Websites

The Website may provide links to other websites or other digital properties that we do not control. We encourage you to review the privacy policy of those digital properties that you may visit.

Updating Information

You can update the personal information you provide to us by correcting, updating, or deleting the information associated with you via your AppLovin account. To add, modify, remove, or request access to the personal information about you that we hold, please see the “Contact Us” section below.

Your Email Marketing Choices

If you no longer wish to receive marketing-related emails from us on a going-forward basis, you may opt out of receiving these emails by clicking “Unsubscribe” at the bottom of any marketing email you receive from us or by emailing us at [email protected].

Children

Our Website is not intended for use by children as defined and required by applicable law. We do not knowingly collect personal information from children through the Website. If you believe we might have any personal information from or about a child, please contact us via email at [email protected].

Data Security and Retention

We have implemented reasonable physical, technical, and administrative security measures for the Website to help protect information we collect and store.

For detailed information regarding retention associated with cookies on the applovin.com domain, please click “Cookie Settings” in our Website footer to learn more.

We retain other information such as customer contact and payment information in our systems for as long as necessary as permitted by law to comply with our legal obligations, resolve disputes, and enforce our agreements.

[END OF WEBSITE-SPECIFIC PROVISIONS]

Additional Provisions for EU/UK/Swiss Individuals

If you are located in the European Union, United Kingdom, or Switzerland, the following additional provisions apply to you.

Data Privacy Framework

AppLovin complies with the EU-U.S Data Privacy Framework (EU-U.S. DPF), the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. Data Privacy Framework (Swiss-U.S. DPF) as set forth by the U.S. Department of Commerce.

AppLovin has certified to the U.S. Department of Commerce that it adheres to the EU-U.S. Data Privacy Framework Principles (EU-U.S. DPF Principles) with regard to the processing of personal data received from the European Union and the United Kingdom in reliance on the EU-U.S. DPF and the UK Extension to the EU-U.S. DPF. AppLovin has certified to the U.S. Department of Commerce that it adheres to the Swiss-U.S. Data Privacy Framework Principles (Swiss-U.S. DPF Principles) with regard to the processing of personal data received from Switzerland in reliance on the Swiss-U.S. DPF. If there is any conflict between the terms in this Privacy Policy and the EU-U.S. DPF Principles and/or the Swiss-U.S. DPF Principles, the Principles shall govern. To learn more about the Data Privacy Framework (DPF) program, and to view our certification, please visit https://www.dataprivacyframework.gov/.

If you are an EU, UK, or Swiss individual, where we transfer your personal data to third party servicer providers (see above) who perform services for us or on our behalf, we are responsible for the processing of that data by them and shall remain liable if they process your personal data in a manner inconsistent with the DPF Principles, unless we are not responsible for the event giving rise to the damage.

With respect to personal data received or transferred pursuant to the Data Privacy Framework, AppLovin is subject to the regulatory enforcement powers of the U.S. Federal Trade Commission. In certain situations, AppLovin may be required to disclose personal data in response to lawful requests by public authorities, including to meet national security or law enforcement requirements.

In compliance with the EU-U.S. DPF, the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. DPF, AppLovin commits to resolve DPF Principles-related complaints about our collection and use of your personal information. EU, UK, and Swiss individuals with inquiries or complaints regarding our handling of personal data received in reliance on the EU-U.S. DPF, the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. DPF should first contact AppLovin at [email protected]. AppLovin refers unresolved complaints to TRUSTe, an alternative dispute resolution provider based in the United States. If you do not receive timely acknowledgment of your DPF Principles-related complaint from us, or if we have not addressed your DPF Principles-related complaint to your satisfaction, please visit https://feedback-form.truste.com/watchdog/request for more information or to file a complaint. These dispute resolution services are provided at no cost to you.

For complaints regarding DPF compliance not resolved by any of the other DPF mechanisms, you have the possibility, under certain conditions, to invoke binding arbitration. Further information can be found on the official DPF website.

Lawful Basis for Processing

On certain occasions, we process your personal data when it is necessary for the performance of a contract to which you are a party, such as to provide services to you. We may also process your personal data to respond to your inquiries concerning our products and services.

On other occasions, we process your personal data where required by law. We may also process your personal data if necessary to protect your interests or the interests of a third party.

Additionally, we process your personal data when necessary to do so for fraud prevention, improving our network and services, and marketing our services to advertisers and publishers, where these interests are not overridden by your data protection rights.

Otherwise, we will generally ensure that consent has been obtained from you if there is no other lawful basis for such processing. You have the right to withdraw your consent to processing of personal data at any time.

If personal data covered by this Privacy Policy is to be used for a new purpose that is materially different from that for which the personal data was originally collected or subsequently authorized, or is to be disclosed to a non-agent third party in a manner not specified in this Privacy Policy, we will provide you with an opportunity to choose whether to have your personal data so used or disclosed. Requests to opt out of such uses or disclosures of personal data should be sent to us as specified in the “Contact” section below. Certain personal data, such as information about medical or health conditions, racial or ethnic origin, political opinions, religious or philosophical beliefs, is considered “Sensitive Information.” AppLovin does not collect or seek to elicit “Sensitive Information.”

For questions about data processing, please contact our Data Protection Officer. Visit the “Contact” section below for contact information.

Your Rights

If you are an individual in the EU, UK, or Switzerland, you are able:

To request access to the personal data we hold about you;
To request that we rectify or erase your personal data;
To request that we restrict or block the processing of your personal data;
Under certain circumstances, to receive personal data about you that we store and transmit to another without hindrance from us, including requesting that we provide your personal data directly to another, i.e., a right to data portability; and
Where we previously obtained your consent, to withdraw consent to processing your personal data.

To exercise these rights, please contact us at the email address set forth in the “Contact Us” section below. Our Data Protection Officer can also be reached at this email address. Please be aware that we may be unable to afford these rights to you under certain circumstances, such as if we are legally prevented from doing so.

In certain circumstances, you may appoint an authorized agent to exercise any rights that you may have on your behalf. If you choose to exercise any rights through an authorized agent, you will need to verify your identity directly with us before we can process any requests. In addition, we will need written documentation demonstrating the authorized agent’s authority to act on your behalf.

Additionally, you have the right to lodge a complaint against us. To do so, contact the supervisory authority in your country of residence.

EU and UK Privacy Representatives

We have appointed Prighter Group as our privacy representatives in the EU and UK. You can contact us through our privacy representatives at the following addresses:

For residents of the EU:
PrighterGDPR-Rep by Maetzler Rechtsanwalts GmbH & Co KG
c/o AppLovin Corporation
Kriegerstraße 44
30161 Hannover
Germany

For residents of the UK:
PrighterUK-Rep by Prighter Ltd.
c/o AppLovin Corporation
20 Mortlake Mortlake High Street
London, SW14 8JN
United Kingdom

Additional information regarding our privacy representatives can be found at the following link: https://prighter.com/q/19826057144.

[END OF EU/UK/SWISS SPECIFIC PROVISIONS]

U.S. Multistate Privacy Notice

Additional provisions for individual residents of the U.S. states that have enacted comprehensive consumer privacy laws are included in our U.S. Multistate Privacy Notice, which explains how those residents may exercise their privacy rights.

Policy Changes

We may, in our sole discretion, make changes to this Privacy Policy from time to time in order to accommodate new technologies, industry practices, regulatory requirements, or for other purposes. If we make any changes, we will update the “Effective Date” posted at the top of this Privacy Policy. If we make any material changes, we may notify you by email (sent to the email address specified in your account) or by means of a notice on the Website prior to the change becoming effective. We encourage you to review this Privacy Policy periodically to ensure that you understand how we collect, use, and share information.

Any changes to this Privacy Policy will become effective when the revised Privacy Policy is posted on the Website. By continuing to use the Website or Advertising Services following such changes, you are agreeing to accept the terms of the revised Privacy Policy.

Contact Us

If you have any questions or comments about this Privacy Policy, please write to us at:

Data Protection Officer
AppLovin Corporation
1100 Page Mill Road
Palo Alto, CA 94304

You can also contact us or our Data Protection Officer via email at [email protected].

Please be sure to include your relevant account information in any correspondence to us. This will help ensure that we can respond to your inquiry in a timely manner.

If you have a customer care issue, please visit Axon Support Center.

Restricted Content: Gambling or Real-Money Apps or Websites Revision – September 26, 2025

Restricted Content: Tobacco & Nicotine Products Revision – September 26, 2025

AppLovin Policies for Demand Partners Revision – September 26, 2025

Introduction*

General Compliance Obligations

Content Restrictions

a. Prohibited Content

b. Restricted Content

c. Content Prohibited for Minors

General Requirements and Other Standards

General Privacy Requirements

Prohibition on Sensitive Personal Data or Protected Health Information

Prohibition on Children Data or Using the Services for Children

Miscellaneous

Enforcement

How to Contact Us

Restricted Content: Alcohol or Alcohol-Related Content Revision – September 26, 2025

Restricted Content: Health, Wellness, and Pharmaceutical Products Revision – September 26, 2025

Restricted Content: Financial Services Revision – September 26, 2025

Restricted Content: CBD/Hemp Products Revision – September 26, 2025

Prohibited Content: Misleading & Deceptive Content Revision – September 26, 2025

U.S. Multistate Privacy Notice Revision – September 26, 2025

Collection, Use, and Disclosure of Personal Information

Selling or Sharing of Personal Information

Data Retention

Your Privacy Rights

How to Exercise Your Privacy Rights

Children’s Privacy

Appointment of an Authorized Agent

Data Access and Deletion Transparency Report

Updates or Amendments to this Notice

How to Contact Us

Privacy Policy Revision – September 22, 2025

Our Advertising Services

General Information Collection and Use

Information Sharing

Manage Your Privacy Choices:

Children’s Privacy

Data Security and Retention

Our Website

Cookies and Other Similar Technology

Additional Information Collection for Business Account Owners

How We Use Your Information

Information Sharing

Links to Other Websites

Updating Information

Your Email Marketing Choices

Children

Data Security and Retention

Additional Provisions for EU/UK/Swiss Individuals

Data Privacy Framework

Lawful Basis for Processing

Your Rights

U.S. Multistate Privacy Notice

Policy Changes

Contact Us

Introduction^*